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Methodical approaches to formation and management of chains of creation of value at integration of university into an alliance

As show researches, chains of creation of value are a key link of any organisation. The same thought states in Juldasheva O. U's works which considers, that a basis effective business - of models is a chain of creation of values [135].

Therefore, in our opinion, planning the international activity, first of all, it is necessary for university to book audit of the valuable offers and to choose the most significant for their further development and advancement.

Operating with concept "business model", for the further reasonings we will adhere to point of view Klejtona Kristensena, treating business model as źa combination of methods of creation and granting to the client of value╗ [163] (item 1.1 see).

The analysis of development of any business shows, that the chain of creation of value is a nucleus round which various forms of integration interaction are formed: networks, strategic alliances, etc. in which frameworks independent partners create collective competitive advantages with the purposes of creation of the most attractive to the consumer and competitive consumer value. This thought also is looked through by a red thread in Juldashevoj O. U's work [133].

Therefore for integration of university into the international educational alliance it is necessary to investigate all making chains of creation of value, beginning from basis tselepolaganija participants of an alliance, merits and demerits aljansovogo interaction and principles of self-organising of partners, and finishing components of all elements of business model, paying special attention on the valuable offer (fig. 2.1).

Basis tselepolaganija the international alliance of universities, according to the author, is źachievement of positive results of activity by each partner:

- Strategic development of each participant to the desirable future;

- Achievement of an openness and flexibility of each university and all alliance as a whole;

- Increase of competitiveness of each of participants;

- Achievement obshchepoleznoj the purposes: formation improvement of quality, escalating of the human, social and cultural capital, increase of labour productivity and efficiency of activity of participants of an alliance etc. ╗[75]

For the best understanding of a role and importance of business model we will stay on merits and demerits aljansovogo interactions of the educational organisations (tab. 2.2). Table 2.2 analysis allows to ascertain, that the motivation of partners to sharing in an alliance will be positive in only case when when the dignities (benefit) acquired after the introduction into an alliance will prevail over defects. After revealing of dignities and
Defects aljansovogo interactions can be passed to principles of functioning of an alliance as samoorganizujushchejsja structures.

Fig. 2.1 - Preparatory investigation phases of chains of creation of cost

According to it principles of the organisation of an alliance can be formulated. There is a set of approaches to formation of principles of the organisation of educational partnership / of alliances. For example, one of such approaches is described in N.D.Guskovoj's work, I.N Krakow [31]. In this and other works authors separately consider źprinciples of formation of partnership (the account of requests of the legislation, self-organising, independence, availability of the uniting purpose, the account of real and potential possibilities of participants at a stage of selection, etc.); principles of development of partnership (joint activity, plurality of levels of network interaction, self-development a transparency, etc.); the general and private principles of interaction of interested parties╗ [32].

Table 2.2 - Merits and demerits aljansovogo interactions of the educational organisations

Dignities Defects
Independence and independence

Activity of each participant

Availability of the several supervising centres
Possibility of completion of the lacking

Resources

Unpredictability of partners
Possibility of completion of the lacking

Dynamic abilities

Complexity of definition of criteria

Efficiency

Possibility of completion of the lacking

Key kompetentsy

Instability of organizational structure
Interosculation of knowledge and technologies Complexity in acceptance of joint decisions
Low level of legislative restrictions Danger of hit in dependence on partners

Independence and saved independence of all participants of an alliance have allowed to formulate a complex of principles of self-organising of an alliance into which enter:

- Principle of independence of participants;

- Principle of voluntariness of entry in an alliance;

- Principle of corporate solidarity and vzaimootvetstvennosti;

- Principle of the uniform uniting purpose;

- Openness principle;

- Principle of plurality of levels of network interaction;

- Principle mutual trust;

- Tolerance principle;

- Principle of association of resources;

- Principle of association of dynamic abilities;

- Principle of association key kompetentsy;

- Principle of organizational productivity.

First six principles are well-known, the second are author's (tab. 2.3). It is necessary to give special attention to last principle - to a principle of organizational productivity which is defining in the logician of decision-making by a university management at entry about the international educational alliance. As it has been noted by us in
The previous works, źcreation of a strategic alliance is means of strategic development which includes working out of the strategic plan for the purpose of change of competitive items in the market for the organisation which are a part of a strategic alliance. Strategic alliances help universities to get access on the new, earlier inaccessible markets, and also open access to new sources of technologies that it is impossible to make independently╗ [75].

Table 2.3 - the Complex of principles of self-organising of an alliance

Principles The contents
Independence

Participants

Participants save financial independence The standard
Voluntariness of entry in an alliance That university which has voluntary expressed desire it can be included in alliance structure only to make on the basis of awareness and understanding of an essence of an alliance
Corporate solidarity and mutual responsibility Participants of an alliance answer before each other and before all members of an alliance for the actions (or nedejstvija)
The uniform uniting purpose Participants are united by a uniform strategic target
Openness The information on activity of each participant is opened for other participants of an alliance
Plurality of levels of network interaction Partners in an alliance can have not one, and set of levels of interaction within the limits of an alliance as networks
Mutual trust Main principle of an alliance in which frameworks partners trust actions one another Author's principles
Tolerance Acceptance of the points of view of partners with allowance for its cultural and social features
Association of resources Within the limits of an alliance there is an association of resources of partners
Association of dynamic abilities Within the limits of an alliance there is an association of dynamic abilities of partners
Association key kompetentsy Within the limits of an alliance there is an association key kompetentsy partners
Organizational productivity Participants build the strategy on the basis of indicators of organizational productivity

On the basis of the aforesaid it is possible to say that any organisation, including the university, develops criteria on which it will be possible to judge subsequently success/neuspeshnosti of functioning within the limits of an alliance.

Such structure of interaction of participants of an alliance allows to solve successfully strategic problems of overcoming of restrictions of financial, personnel and organizational resources present at them, to remove restrictions to the further development. All participants of partnership have possibilities for overcoming of the developed administrative stereotypes, the aspiration to real integration of resources objectively forces participants alliances to become more flexible.

Proceeding from the aforesaid, process of creation of consumer value in an alliance can be presented graphically (fig. 2.2).

Fig. 2.2 - Process of creation of consumer value in an alliance

For an exit in the international educational space the university should change definitely the strategic reference points and make changes to administrative strategy. For this purpose it is necessary to correct existing business model or to choose new depending on on what level aljansosposobnosti the university leaves international.

Let's stay in more details on business model basic elements as a method of creation of value. As it has been shown in item 1.2, to business model basic elements, according to base configuration Ostervaldera-Pine, concern: key partners, key processes, key resources, the valuable offer, technology of client relations, advancement channels, target groups of consumers, a composition of costs and streams of incomes. In table 2.4 the matrix of conformity of elements business - of model and the questions which are subject to research for their updating is resulted.

Table 2.4 - the Matrix of conformity/updating of business model

University

№ pp Business model element The questions which are subject to research
1 Key partners Opinion on importance of formation abroad Opinion on quality of formation abroad Significant characteristics of high school

Opinion on importance of the country of training

2 Key processes Inventory of business processes
3 Key resources Inventory of resources
4 The valuable offer The importance of characteristics of high school

Opinion on the basic indicators of quality of formation

Significant characteristics of high school

5 Technology of the client

Relations

Opinion on importance of image of high school
6 Advancement channels Opinion on information sources
7 Target groups of consumers Stratification of consumers on a floor also I will increase Stratification of consumers on an occupation Stratification of consumers on regions
8 Composition of costs Inventory of costs
9 Structure of incomes Inventory of streams of incomes

On the basis of tab. 2.4 it is possible to make the research plan according to questions of the right column of the indicated table, answers on which will help to understand, which strong and weaknesses contain in university strategy, what valuable client reference points and what exactly is necessary for correcting to university in own business model.

Further it is desirable to conduct the benchmarking-analysis for search of experience of the best an expert of universities-world of leaders api reference comparison. Apparently from tab. 2.4, following elements are subject to the most steadfast research: key partners, technology of client relations, advancement channels, target groups of consumers, and, of course, the valuable offer playing business models the basic role. Organizational procedure of preparation of university to entry in the international educational alliance is shown on fig. 2.3.

Drawing 2.3 - Organizational procedure of preparation of university to entry in the international educational alliance

84

The analysis of the international activity of university assumes revealing of its basic directions. Express diagnostics allows to identify business-model/model in which frameworks the international activity is conducted. Forsyte-project in the given context represents procedure of decision-making on the basis of opinion of numerous experts on university entry in the international educational alliance, and also procedure of a choice of the best variant from set of alternatives.

Further, in item 2.3, the template and detailed elaboration of business model of university and a scale of its level international aljansosposobnosti in a context of its exit on the international market of educational services will be offered.

2.3

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A source: Petrishchev Peter Vladimirovich. MANAGEMENT of INTEGRATION PROCESSES AT FORMATION of the INTERNATIONAL EDUCATIONAL ALLIANCES. The dissertation on competition of a scientific degree of a Cand.Econ.Sci. Vladivostok - 2018. 2018

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